Republic Technologies rolls out biggest-ever NPD programme
Tobacco accessories specialist Republic Technologies has launched its biggest-ever NPD programme with the introduction of six new filters from the Swan brand.
The move comes as the accessories market continues to outperform total tobacco, with growth of 5.4% year on year. The filters sector is leading the way, up 8.4% year on year. (IRI)
The NPD comprises three menthol products, including two crushball filters, a carbon paper filter for enhanced filtration, a Swan Long Extra Slim Filter (50% longer than standard) and the most environmentally-friendly filter in the UK market.
“As increasing numbers of smokers are turning to roll your own, we’re developing a wider range of products for improved customer choice, enabling retailers to capitalise on the strong performance of the accessories category and to take advantage of the margin opportunities offered by Swan, the UK’s best-selling filter brand (IRI),” says Gavin Anderson, general sales manager of Republic Technologies.
“The range of six new high-margin SKUs offers existing and new menthol customers an increased choice of flavours and provides both more environmentally-friendly filters and filters which reduce the amount of tobacco required to roll your own.”
One example of how this could boost the RYO category is highlighted by the fact that if just 20% of pre-made menthol cigarette smokers (capsule and standard) transition to menthol filters, an additional nine million packs of filters would be sold annually, with an estimated value of almost £15 million at rsp.
The full range comprises:
Swan Cool Menthol Filter: This filter is a sister product to the current Swan Menthol Filter. It comprises high quality cellulose acetate fibres and delivers a cool menthol sensation. Rsp £1.09 (120 per box).
Swan Cool Burst Crushball Filter: This embedded capsule can be activated at any time to release a cool menthol flavour sensation. This filter contains no animal products. Rsp £1.29 (54 per pack).
Swan Fresh Burst Crushball Filter: This strong peppermint flavour capsule can be crushed at any time, giving consumers full control of the taste experience. This filter contains no animal products. Rsp £1.29 (54 per pack).
Swan Graphite Filter: A 100% biodegradable filter, this extra-slim product is made with carbon paper and is said to deliver the ultimate in filtration. Rsp £1.14 (120 per box).
Swan Long Extra Slim Filter: Developed to reduce the amount of tobacco required per cigarette (and more representative of a factory-made cigarette), this is the longest ever Swan filter (50% longer than the standard 14mm Extra Slim Filter). Extra Slim is widely accepted as the filter of choice in the UK. Rsp £1.03 (80 per box).
Swan Eco Loose Filter: This is 100% biodegradable and the most environmentally-friendly filter on the UK market. Natural ‘ochre’ coloured, due to no bleaching of the paper, it degrades three times faster than standard cellulose acetate filters. Rsp £1.39 (200 per box).
“At a time when increasing numbers of smokers are looking at alternatives to factory-made cigarettes, and the emerging vaping sector is still under some scrutiny, carefully considered new product development of this kind enables retailers to provide the solutions, options and quality reassurance which rising numbers of smokers are seeking,” adds Anderson.
“We’re confident that the introduction of six new filters from the iconic Swan brand will contribute to the sustained value growth of the tobacco accessories category in the future.”
